March 2012 - Paper: it's not so bad after all by Graphic Arts Magazine

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March 2012 Magazine

Paper... it’s not so bad after all

GRAPHIC ARTS MAGAZINE is published ten times per year by B.K.L.K Inc. 72 Main St. Mount Albert, ON L0G 1M0 Phone: 905-473-9111 Fax: 905-830-9345 Outside Toronto: 1-877-513-3999 e-mail: info@graphicartsmag.com www.graphicartsmag.com Submission deadlines are as follows: March 14 for April 2012 April 15 for May 2012 Publications Mail Agreement No. 40029380 Return undeliverable Canadian addresses to: Graphic Arts Magazine, 72 Main St. Mount Albert, ON L0G 1M0 email: circ@graphicartsmag.com

Publisher: Joe Mulcahy Associate Editors: Natalia Gilewicz

Kristen Read Copy Editor: Paul Phillips Senior writer: Tony Curcio Columnist: Diana Brown Production Manager: Genevieve Doucette Account Managers: Maureen O’Sullivan Sandy Lee Tim Mulcahy Creative Director: George Dedopoulos CTP supplied by: Sina Printing Paper: SNZ Trading Inc. Printing: Sina Printing

GRAPHIC ARTS MAGAZINE would like to thank our contributing writers: Diana Brown • Tony Curcio • Natalia Gilewicz Andrea Mahoney • Peter Muir • Myrna Penney Kelley Robertson • Kristen Read • Anita Windisman 2012 EDITORIAL BOARD

Ernie Bardocz Danny Ionescu, HP Evan Cambray, Spicers Steve Klaric, Heidelberg Canada Jana Lucatch, Magnum Fine Commercial Printing George Mazzaferro, RP Graphics Group Brian O’Leary, Kwik Kopy Angus Pady, Digital Solutions Paul Tasker, Spicers CMCA AUDITED

Opinions expressed in this magazine are not necessarily intended to reflect those of this publisher. Graphic Arts Magazine accepts no responsibility or liability for claims made for any product or service reported on or advertised in this issue. Graphic Arts Magazine also reserves the right to limit liability for omissions and errors to a printed correction in the next issue. SUBSCRIBER’S NOTICE: From time to time we may rent our mailing list (names and addresses only) to select third parties whose products or services may be of interest to our readers. Please contact us should you wish to be excluded from these mailings using the contact information at the top. We acknowledge the financial support of the Governement of Canada through the Canada Periodical Fund of the Department of Canadian Heritage.

Paper... it’s not so bad after all . . . . . . . . . . . . . . . . . . . . . . Diana Brown Paper waste vs. electronic waste

22 Social Media 101 for Print Shop Owners: Part III . . . Anita Windisman Setting up a company page on LinkedIn

24 About metallic inks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown When to use them and when not to use them

28 e-Publishing trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Myrna Penney

Print is not dead

32 Recruiting 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown Ten steps for hiring the right employee

36 Seven lies salespeople tell themselves . . . . . . . . . . . Kelley Robertson Are you guilty or not?

38 Teamwork drives automation . . . . . . . . . . . . . . . . . . . . Andrea Mahoney Combining the two for success

40 Create a memorable trade show pitch . . . . . . . . . . . . . . Barry Siskind The Goldilocks effect

46 Helping you help your customers . . . . . . . . . . . . . . . . . . . .

Peter Muir

Targeting individuals you can help the most

Installations & Investments

44 List of advertisers 45 Classified

When making submissions, please forward to the following email addresses: ADS ads@graphicartsmag.com NEWS news@graphicartsmag.com CLASSIFIED classified@graphicartsmag.com ARTICLES articles@graphicartsmag.com INSTALLATIONS installations@graphicartsmag.com SUBSCRIPTIONS circ@graphicartsmag.com

PRINT SMART, PRINT WITH CONFIDENCE.

Joe Mulcahy

View from the publisher Congratulations to Natalia Gilewicz, Ryerson University Assistant Professor and Graphic Arts Magazine Associate Editor. Her presentation (Interaction of Print and Digital Content in Magazine Advertising) won the Best Paper Award at the recent IARIGAI (Int’l. Assoc. of Research Organizations for the Information, Media and Graphic Arts Industries) Conference in Budapest, Hungary. The paper focused on advances in printing and media technology.

to grow your business in this tough economy. You can save some money by booking early. See page 11. We’ll have more details for you as they become available. Excitement is building for drupa 2012, the worldwide printing industry’s biggest event May 3 – 16 in Düsseldorf, Germany. The drupa 2012 Print Product Innovation Park looks like a must-see in Hall 7 and will include a Marketing Solutions Park, Dynamic Publishing Park and Print Automation Park.

Speaking of Ryerson, March is a very busy month. Ryerson’s School of Graphic Communications Management (GCM) held another successful Job Fair March 1. The Ryerson Technical Association of the Graphic Arts (RyeTAGA) will be at the 64th Annual TAGA Conference in Jacksonville, Florida March 18-21 with hopes of again returning with the top prize – the Helmut Kipphan Cup. The journal competition is the highlight of the Conference. GCM’s Colloquium is coming up at the end of March and in May some lucky students will be heading to drupa along with their teachers.

March signals our regular “Green” issue. Like digital, wide-format and other emerging technologies, “Green” printing is quickly becoming mainstream with more and more customers demanding environmentally friendlier products – and more printers finding innovative ways to add this to their product offerings. Please check out the helpful and informative “Green” features in this issue. Finally, I’d like to wish all our readers and advertisers a very happy and enjoyable St. Patrick’s Day coming up on Saturday, March 17.

In other education news, Hamilton’s Mohawk College recently opened its new $600,000 Digital Print and Learning Centre, serving over 160 students in its two-year Graphic Design Production program. And, Edmonton’s NorQuest College begins its Western Canada Lean Manufacturing Workshop Tour in mid-March. Please check “People and Events” on page 12.

As always, stay positive and stay focused.

Joe Mulcahy Publisher, Graphic Arts Magazine joe@graphicartsmag.com

Following up on our successful premiere Printing Survivor townhall-style event last Fall, be sure to mark Thursday, September 20 on your Calendar. Survivor II promises to be bigger and better with popular keynote speakers Peter Muir and John Foley Jr. returning – along with other industry leaders who will reveal how

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Paper + digital go phygital How fitting that during preparation for our green issue one of my lectures at Ryerson was a review of colour psychology. In class we talked about the significance of the colour green in North America. Some of the initial sentiments included talking about growth, springtime, and new beginnings. However, other words began to come up as we ran out of the obvious—jealousy, greed, envy and greenwashing. These present a very different sentiment than the initial offering; an important point because one thing we often forget is that there is always two (if not more) sides to every story.

at Kyp Canada, about a new and exciting way that paper is merging with the digital world. Marketers call this phenomenon “phygital marketing”—physical printing with a digital component, explains Liggio. Examples of phygital marketing include many initiatives from relatively simple, such as QR codes on documents to slightly more complex, like a detachable paper USB key that can load the document onto a computer. This is an exciting area of print that I hope our industry will embrace. Perhaps in a few years our green issue will no longer be discussing the positive sustainable characteristics of paper or the negative characteristics of attempting to recycle electronics. Perhaps we will be saying cheers over a pint of green St. Pat’s beer to how wonderfully capable and recyclable our paper electronics have become.

Our lead article this month is paper positive. So often we see the paperless office proclamations on the bottoms of emails. Electronics companies upsell merchandise on the premise that less paper is wasted. As a result, e-readers, digital picture frames, electronic organizers, etc. are becoming more and more common. But is saving paper the sustainable story? This month Diana Brown discusses some of the myths surrounding paper and its sustainability. You may be surprised at some of what you learn.

Natalia Gilewicz is a full-time Assistant Professor in the School of Graphic Communications Management at Ryerson University. Her teaching concentration is in areas of prepress, typography, and layout. In her research, she studies e-print and its applications. Contact her at ngilewic@ryerson.ca

Generally, graphic arts professionals understand that paper is not only a sustainable choice, but can also have the most impact from a marketing perspective. This month I had the opportunity to speak with Daniela Liggio, Project Manager

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Installations & Investments

Burke Group’s Claude Durand, VP of sales; Barry Burke, GM; and Carmen Rousselle, sales manager, with the new Komori GL640 press.

Epic Imaging staff members join Chris Robinson, company president (2nd right), and Bryan Hall, Fujifilm’s Western Region display graphics specialist (right), with the new Acuity HD 2504.

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Burke Group has recently installed a Komori Lithrone GL640 press into its Edmonton facility, purchased through K-North. The 6-colour, 40-inch press was introduced to North America at Chicago’s Graph Expo show in September, 2011. It is the newest in the Komori lineup and features printing speeds of 16,500 sheets per hour.

Based in Burnaby, BC, Epic Imaging has recently installed another Acuity HD 2504 UV flatbed printer. The digital signage and display graphics company was looking to increase capacity of its graphic department to accommodate its rapidly growing business. “Purchasing our second Acuity from Fujifilm was an easy decision as it allows us to service our customers with even more efficiency,” said company president Chris Robinson.

Owners François Chicoine and Line Chamberland, with Stan Tranter, Agfa Account Manager for Quebec.

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Imprimerie F.L. Web Inc., located in Saint-Germain-deGrantham, QC, has recently installed a fully automated Agfa Avalon N16-50S computer-to-plate system accompanied by Agfa’s Apogee Platemaker software and Energy Elite plates.

Fourteen years ago, Sina Printing was a small company with a storefront and a 2-colour press. Today, the business operates out of a 60,000 sq. ft. location in Markham with 65 employees. Sina has recently invested in a Heidelberg Speedmaster CX 102 6+L, capable of running 16,500 sheets per hour. “The presetting capabilities of this press are really impressive,” says company GM Mike Meshkati.

March 2012 | Graphic Arts Magazine

www.graphicartsmag.com

Kristen Read

News and comments Ricoh earns 8th straight spot in “Global 100” most sustainable corporations list

print up to 11 million tickets — a move that UK businesses are heavily criticizing. According to BBC News, the tickets for the Olympic and Paralympic games will be shipped 7,300km from Fort Smith, Arkansas and posted to UK addresses at a cost of £6 per order.

For the eighth year in a row, Ricoh has been listed on the Global 100 Most Sustainable Corporations in the World ranking. Called “the most extensive data-driven corporate sustainability assessment,” the Global 100 is sponsored by Corporate Knights Inc. The company hosted a dinner at the World Economic Forum in Switzerland in late January, and at the event announced which corporations had earned a spot on the list.

Matthew Jaffa, spokesperson for the Federation of Small Businesses (FSB) said: “We are concerned many local businesses are being left out of the loop. A significant amount of small businesses were in a position to win the bid, but the complexity of the bid process makes it onerous for them to compete.”

Takashi Nakamura, Ricoh’s deputy president, responsible for corporate social responsibility, had this to say: “We’re grateful for our consistent inclusion in the Global 100. It affirms our commitment to our customers, our people and the environment. We deeply believe business and the environment are complementary — in fact, interdependent — and try to express that belief in our operations and the services we provide.”

However, a spokesperson for the London 2012 Olympics had this to say: “The contract to print and fulfill the bulk of tickets for London 2012 was awarded following a thorough, competitive and open procurement process. The company which won the bid has worked on several previous Games, met all of our criteria around security, budget and scale and has specialist systems in place to personalize, print and package tickets on the scale we require.”

The Global 100 includes companies from 22 countries encompassing all sectors of the economy, with collective annual sales in excess of $3 trillion, and well over 5.2 million employees.

Heidelberg cutting 2,000 jobs worldwide

Tony Heaps, CEO of Corporate Knights, said: “In a year in which Wall Street was occupied and capitalism became a bad word, the Global 100 companies serve as ambassadors for a better, cleaner kind of capitalism which, it also turns out, is more profitable.”

Heidelberg has recently announced 2,000 job cuts under its “Focus 2012” efficiency program. The company hopes this will free up around 180 million Euros in the financial year 2013/14. Out of Heidelberg’s more than 15,600 employees worldwide, up to 1,200 will lose their jobs in Germany, as will an expected 800 more around the world. These will be positions in production, development, administrative, sales and marketing.

The Global 100 list is based on eleven key performance indicators: • Energy Productivity: Revenue per gigajoule of energy consumption. • Carbon Productivity: Revenue per metric tonne of direct/ indirect GHG emissions. • Water Productivity: Revenue per cubic meter of water withdrawal. • Waste Productivity: Revenue per metric tonne of produced waste. • Leadership Diversity: Percentage of women and visible minority on board of directors. • Clean Capitalism Pay Link: At least one senior executive’s compensation tied to clean capitalism-themed performance targets. • % Tax Paid: Percentage of reported tax obligation paid in tax. • CEO-Average Worker Pay: How much more CEO gets paid (expressed as a multiple) compared to average worker. • Safety Productivity: Revenue divided by (lost-time incidents * $1K + fatalities * $1M) • Innovation Capacity: Revenue per R&D dollar spent (3-year average) • Employee Turnover: Percentage of employees that voluntarily leave the company

“The ongoing economic uncertainties will continue to put a brake on the industry’s recovery. We are seeing weaker demand in industrialized nations but stronger growth potential in emerging markets,” said Heidelberg CEO Bernhard Schreier. “Focus 2012 will position Heidelberg accordingly, above all by significantly reducing production capacities and by adjusting sales activities to the regional market changes. This will create the basis and efficient structures needed for profitable business development.” Focus 2012 is intended to reduce capacity and cut sales, marketing and structural costs. Most of the measures will be initiated and implemented quickly, before the end of calendar year 2012. The aim is to allow the company to “independently continue to build on its leading position in the future.” Production capacities at Heidelberg will be reduced by around 15 percent. R&D expenditures will be cut by reducing capacities, optimizing processes and reprioritizing projects. Sales and marketing activities will be pooled and individual markets will be restructured. The company has stressed that comprehensive support for the global customer base will still be ensured.

Britain’s Olympic upset: American firm to print London 2012 tickets

It seems that an American business has been awarded the multi-million-dollar contract to print the tickets for the 2012 Olympic Games in London, and the Brits are not too pleased about it. Arkansas firm Weldon, Williams & Lick got the job to

March 2012 | Graphic Arts Magazine

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Packaging industry gets a boost from increasing takeout orders

Canadian Printing Equipment to distribute Ferrostaal gear in Western Canada

A recent report from Technomic, a food industry consulting and research firm, finds that consumers are ordering more and more takeout, boosting packaging consumption. 57% of consumers order takeout at least once a week today, compared with 49% of consumers polled three years ago.

Ferrostaal Equipment Solutions North America, a new printing equipment supplier, has been announced an exclusive sales and service deal that will serve BC, Alberta, Saskatchewan and Manitoba. Canadian Printing Equipment will represent Ferrostaal throughout the 4 provinces. The company has five years of experience selling and servicing Ryobi presses and was founded in 1999. CPE is responsible for Ferrostaal and Ryobi sales, technical service, parts and all customer support in the four provinces.

“In many cases consumers do not view takeout orders as part of the same consideration set as food purchased to be eaten in the dining room or on-site,” says Technomic VP Joe Pawlak. “Operators have a real opportunity to gain an advantage if they can respond to consumers’ needs for convenience, accuracy and food quality.”

CPE specializes in offset and digital printing, providing a range of prepress, press, bindery, finishing and mailing hardware, software and supplies. Its customers include commercial printers, in-plant printers and marketing service companies.

In order to help restaurant owners and their suppliers, Technomic developed the Takeout and Off-Premise Dining Consumer Trend Report. It is designed to help the foodservice industry better understand consumer behaviour, preferences and attitudes regarding takeout.

Ferrostaal executives said Canadian Printing Equipment is an established leader for printing equipment sales and service and ranks among top peers in Canada, North America and worldwide.

Among the report’s findings is the discovery that about 60 percent of consumers are willing to pay more for takeout packaging made with sustainable materials. Technomic says that trends toward sustainable, recyclable materials for takeout containers are taking shape at several major restaurant brands at the chain level.

Ferrostaal services commercial and in-plant printers in the US and Canada. The company provides printers of all sizes with equipment, custom financing, service and overnight parts availability through a large network of local and regional graphics equipment dealers.

Catalyst Paper files for bankruptcy protection

manroland: web facility taken over by Possehl, Langley invests in sheetfed division

Richmond, BC-based Catalyst Paper announced last month that it has filed for bankruptcy protection under the Supreme Court of British Columbia’s Companies’ Creditors Arrangement Act (CCAA). The specialty paper producer is moving to restructure its debt and operations.

Augsburg web facility news:

It has recently been announced that German manufacturing conglomerate L. Possehl & Co. has officially signed the contract for the acquisition of manroland’s web offset press business. Uwe Lüders, Chairman of the Board of the Possehl group, is preliminarily taking over management of the company. An announcement from manroland reveals he is being supported by a management team of five:

According to a news release, the company’s operations are intended to continue as usual during the restructuring process. Catalyst also says it expects to meet its obligations to employees and suppliers.

Peter Kuisle, VP of Sales for many years, leads the service and sales divisions, complemented by the technical division led by Dieter Betzmeier. Franz Gumpp is responsible for the production and purchasing division. Company development and human resources management are carried on by Dr. Daniel Raffler. Dirk Rauh is in charge of the financial department.

The company previously announced a consensual recapitalization transaction under the Canada Business Corporations Act (CBCA), which would have been key for a voluntary restructuring plan. One of the conditions was that a new labour agreement would have to be ratified by all six union locals at the company’s BC mills. However, workers at Catalyst rejected the new contract that was presented. A research analyst told the Vancouver Sun that Catalyst Paper workers will likely live to regret this decision.

A reported 1,400 employees will find a long-term and secure job in the newly-founded “manroland web systems GmbH,” meaning more than half of the jobs at the Augsburg site could be saved. The announcement notes that a long-term delivery contract with the facilities at Plauen will support this site.

The second condition was the support of two-thirds of Catalyst’s note holders, which also failed.

Offenbach sheetfed facility news:

“Our debt restructuring objective remains clear and unchanged though our path forward was altered by recent setbacks,” said Kevin Clarke, president and CEO. “Without the new labour agreement, and without two-thirds support of 2014 note holders, the economics of the previously announced consensual restructuring transaction was undermined.”

An investor solution has been found for manroland’s sheetfed business. A privately-owned British engineering group, Langley Holdings, has emerged as the investor behind the takeover of this division and its production facilities. Contracts were signed last month. The company, based in Nottinghamshire, UK, already operates two successful technology divisions in Germany in the field of capital equipment.

Clarke said that after reviewing the matter with the company’s Board of Directors, Catalyst will begin the CCAA proceeding for creditor protection. “The board, management and our advisors believe this approach will best facilitate the completion of a recapitalization transaction that delivers the improvements to our liquidity and capital structure which are necessary to put our company on firm financial and competitive fooling in the current business and economic environment,” continued Clarke.

Werner Schneider, insolvency administrator, had this to say: “I am very pleased with the solution which will provide a long-term perspective to the Offenbach location and the sheetfed printing business. Tony Langley, sole shareholder of the Langley group, is well known as a long term investor who acts strategically. We are convinced that a lasting perspective has been found for manroland’s sheetfed printing business.”

A statement from the company says that Catalyst management will remain responsible for day-to-day operations at the company. The terms and conditions of the restructuring plan have not yet been determined by the company.

Roughly 860 future employees in Offenbach will be taken over according to the present staff planning. In addition, Langley takes over the international marketing organization.

March 2012 | Graphic Arts Magazine

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Tony Curcio

People and events

People and events Busy months and awards at Ryerson University

RyePack on the go RyePack, a new student group at GCM formed to learn about the packaging industry, has been on industry tours in Ontario with the help of the Packaging Association. In January, about a dozen students visited RockTenn in Mississauga to learn about modern prepress technology. In February, another group traveled to Cobourg to learn about flexo press technology at Cascades.

Congratulations Natalia Great news for Assistant Professor and Graphic Arts Magazine Associate Editor Natalia Gilewicz. Her presentation (Interaction of Print and Digital Content in Magazine Advertising) at the recent IARIGAI Conference in Budapest, Hungary won the Best Paper Award. The paper focused on advances in printing and media technology. Another successful Ryerson Job Fair On March 1 The School of Graphic Communications Management (GCM) at Ryerson University in Toronto hosted industry employers for its 2012 GCM Job Fair. The annual event helps companies meet prospective third-year summer interns and fourth-year graduating students.

RyeTAGA students to attend TAGA Conference The Ryerson Technical Association of the Graphic Arts (RyeTAGA) has been working hard to present a winning journal at the 64th Annual TAGA Conference. The team will be in Jacksonville, Florida March 18-21 with hopes of again returning with the Helmut Kipphan Cup. The journal competition is the highlight of the Conference.

GCM Colloquium set for March 29 On March 29, Ryerson’s GCM program will be hosting its annual Colloquium event open to all of the industry and GCM students. The theme of the night is: “SPARK!: Innovations in Packaging.” Speakers will be discussing the latest developments in NFC (Near Field Communications) technology and how it is being used in consumer packaging, as well as the relevance of packaging in an online world.

Destination drupa In May, a group of 12 students from GCM will be travelling with faculty members to Düsseldorf, Germany to attend drupa. We wish them a wonderful learning experience. More information: www.ryerson.ca/gcm.

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March 2012 | Graphic Arts Magazine

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March 2012 | Graphic Arts Magazine

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Tony Curcio

People and events

NorQuest College’s lean workshop tour starts March 16

NorQuest’s Centre for Excellence in Print Media (Edmonton) will begin its lean-manufacturing tour across Western Canada. Workshops will be hosted by NorQuest’s Josh Ramsbottom and Cal-Poly State professor Dr. Ken Macro. Dates and locations are: • March 16, NorQuest College, CEPM, Edmonton • March 19, SAIT Polytechnic, Calgary • March 22, SIAST Wascana Campus, Regina • April 20, Manitoba Print Industry Association, Winnipeg, The date of the Vancouver workshop is yet to be determined. More information: www.norquest.ab.ca/cfe/printmedia.

Excitement building for drupa 2012

CPP EXPO runs April 18 and 19

The worldwide printing industry’s biggest event, drupa 2012, is set for May 3 – 16 in Düsseldorf, Germany. While printers worldwide have not escaped the global recession, drupa President Bernhard Schreier remains optimistic. The Chairman of the Management Board of Heidelberger Druck-maschinen AG, Schreier was appointed new President and Chairman of the drupa Exhibitors’ Advisory Board last August.

The I-X Center in Cleveland, Ohio will be the site of the 8th Annual Converting and Package Printing Expo (CPP). The premier event for the converting/package printing industry will highlight flexible packaging, folding carton/boxmaking, corrugated converting, tissue converting and narrow web/tag & label. Equipment manufacturers and suppliers will feature innovations in flexo, gravure, letterpress, offset, digital, coaters, laminators and bag-making equipment, inks, coatings, substrates, die-cutting and embossing equipment, and much more. More information: www.cppexpo.com.

“It is true to say that the digital revolution is dominating the headlines,” says Schreier. “However, what is emerging is a pattern that may surprise some people. This is, that despite e-books, tablet PCs, Facebook & Co., the volume of printed material is increasing continually worldwide. Today, more is being printed than ever before. Here as in other sectors of the print market, we are tracing the same development that will play out in the ongoing combination of printed and electronic media. This is where the future lies.”

Mohawk College opens Digital Print and Learning Centre

The new $600,000 Centre is the latest addition in the ongoing renewal of Hamilton Ontario’s Mohawk College Fennell Campus. It serves as a living lab for more than 160 students in Mohawk’s two-year Graphic Design Production programs. Students train at the Centre on specialized technology, including digital printing presses, packaging design and finishing equipment. Graduates work in graphic design, packaging design, prepress, print and finishing. The Centre is supported by partners Xerox Canada, Duplo, Bell Howell, Robert E. Thistle Ltd., Oldman Robinson and Esko Graphics. The Corrugated Packaging Foundation of Canada also donated over $175,000 in new equipment. Industry partners were recognized during the official opening in February.

Companies wanting a glimpse into the future should visit the drupa 2012 Print Product Innovation Park in Hall 7, says Schreier, where new and established companies will be exhibiting novel solutions for the entire industry. The Park will include a Marketing Solutions Park, Dynamic Publishing Park and Print Automation Park. Additional theme parks explore Asset Management, Print and Mobile, Digital Imaging and Green Printing. More information: www.drupa.com.

Printing Survivor II set for September 20

Events in this industry help us share, retool and rejuvenate. Plans for Graphic Arts Magazine’s Second Annual Printing Survivor II town-hall-style event in Toronto on Thursday, September 20 are already underway. Following up on last year’s success, we will once again have some exceptional speakers including the return of John Foley Jr. and Peter Muir. Watch for coming announcements regarding speakers, topics, sponsorship and exhibitor opportunities and, of course, tickets. Speaking of tickets, they are $125 (+HST) each and just $95 (+HST) for early registration. For more information call tollfree: 1-877-513-3999.

GRAVITY FREE set for May 1-2

Speaker and Comic Book artist Ivan Brunetti

The world’s only multidisciplinary design conference will feature 20 world-class designers each speaking on different disciplines at the Spertus Institute in Chicago. The conference showcases the world’s most inspiring and successful designers and industry thinkers who are literally changing the way we see the world. This year’s theme (Outlaws and Icons) is a riveting program where breaking the rules often produces breathtaking results. The realms of branding, artificial reality games, urban design, production, health care, comic books, architecture, film and many more will be discussed. More information: www.dexigner.com/news/24445.

March 2012 | Graphic Arts Magazine

Are you a graphic arts professional looking to expand your business? If so, you’ll want to mark this event on your calendar. As we did last year, we will make this the most practical, informative and helpful event possible by generating new ideas and proven strategies that you can take back to your shop the very next day – and use to improve your bottom line. Tony Curcio ajg.curcio@gmail.com

www.graphicartsmag.com

Kristen Read

Tech and design news

This exceptional print job was awarded to an Italian printer following a worldwide selection procedure. It seems that Italian book printers enjoy a global reputation – this is not the first time they have hit the headlines. In 2003, a massive biography of boxing champion Muhammad Ali called Greatest of all Time was published to celebrate Ali’s 70th birthday. It was printed by Italian firms Arti Grafiche Leva, based in Sesto San Giovanni; and Canale, based in Turin.

Xerox announces new mobile scanner

A recent news release explains:

A new gadget from Xerox lets users scan and wirelessly share files instantly. The Xerox Mobile Scanner is small and cordless, and sends JPG and PDF files directly to computers as well as iPhone, iPad and Android devices via Wi-Fi.

Acclaimed by the international press at the time as the most gigantic book in the history of literary culture, this mammoth work [the Ali Biography] is surpassed by the Earth Platinum world atlas both optically and in terms of the technological challenges entailed. With a surface area of 2.52 sq. m., Earth Platinum is sure of a place in the Guinness Book of Records.

A news release from Xerox paints an interesting picture:

drupa goes high-tech with ARenhanced print advertising campaign

Your boss calls and asks you to send him a copy of a client proposal. The only copy you have is on paper, and you are in the back of a taxi. Without needing a computer or even a power connection, you use the new Xerox Mobile Scanner to scan the proposal to a PDF file and wirelessly transfer it to your mobile phone. You then email it to your boss in seconds.

drupa is using Augmented Reality (AR) to promote its upcoming trade show in May. Advertisements set to appear in over 60 countries will feature a 3D animation that users can view with their smartphone.

The Xerox Mobile Scanner looks pretty simple to use: press the power button, select a file format (PDF or JPG) and insert the document. The scanner’s patented AutoLaunch technology senses the page and begins scanning.

“This logical linking of print, internet and mobile systems is the central theme of our whole marketing campaign for drupa 2012 and is a continuous thread throughout all elements,” says Petra Köhler, manager of Marketing Communication at Messe Düsseldorf. “In its marketing campaigns, drupa has always picked up on the latest print communication trends, adapted them to the specific needs of the world’s leading trade fair and implemented them accordingly.”

“The Mobile Scanner provides a quick, convenient way to scan and share documents when you’re on the go,” said John Capurso, VP of marketing at Visioneer, a Xerox licensing partner. “Untethering the scanner and adding Wi-Fi reflects Xerox’s drive to make life easier for the mobile worker.” The scanner is battery powered and uses a free mobile app to connect wirelessly to almost any device (both Mac and PC), and even the Cloud. It will scan a colour letter-size sheet in 10 seconds at 300 dpi, and Xerox says the battery will last for over 300 scanned pages. The device will also scan documents as small as 2” × 2”.

drupa says that tablets and increasingly sophisticated smartphones are placing augmented reality more and more in the spotlight, opening up new and interesting uses for the entire communication industry. The campaign slogan for drupa 2012 is “your link to print” and the Augmented Reality concept was developed by ten communication design students from the Ruhrakademie in Germany. They integrated AR elements into the campaign as part of their project work.

Xerox has priced the Scanner at $249.99, which includes a 4GB SD memory card, carrying case, rechargeable battery and charger. Its size is 2” × 1.75” × 11.5”.

World’s biggest atlas printed in Milan

So, how does it work?

Millennium House, an Australian publishing house, has recently unveiled the biggest world atlas of all time. Based in Sydney, the company specializes in the production of exclusive books.

If you are reading an industry publication and notice a drupa ad with the letters AR in the top right-hand corner, it means the ad is linked with Augmented Reality features. drupa has placed these ads in over 500 trade publications worldwide. If you have a smartphone or tablet, download the free app called Junaio. Simply launch the app, type “drupa” in the search bar, and follow the instructions. Once you place your phone or tablet over the drupa logo, “prepare for a surprise” says the drupa website.

Titled Earth Platinum, this limited edition leather-bound work was printed at the end of last year near Milan on the world’s biggest sheetfed offset press – a KBA Rapida 205. The press, owned and operated by Italian printer Litorama div. Igap, has a 1510 × 2050mm format. The company was established in 1881 as Impresa Generale Affissioni e Pubblicita (IGAP) and is the oldest, largest and most successful poster printer in Italy.

For step by step instructions, visit drupa’s help page at drupa.com/ help. (Instructions are also available for PC/laptop users with webcams.)

Measuring 1.8m x 1.5m, the atlas weighs over 330 lbs! Only 31 copies were produced, and each one has a selling price of $100,000. 24 photographers, 88 cartographers and geographers, plus a large number of computer specialists are responsible for fashioning this unique book.

Even the visitor’s brochure that drupa attendees will receive is enhanced with AR features. It is published in ten languages and is set to have a total circulation of 450,000 copies. “Unlike classic forms of advertising, a dialogue can be developed using augmented reality,” explains Köhler. The AR campaign announcement from drupa notes that the networking of print and internet channels — and the upgrading of a classic campaign with these kind of additional features — can offer a lot of potential for print buyers, the print industry and print service providers.

Truly a worldwide effort, the atlas was finished and bound by Sunflower Bindery in Hong Kong.

March 2012 | Graphic Arts Magazine

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Diana Brown

There is a lot of hype about the topic of “environmental printing” in our industry. The subject matter ranges from the latest trends in eco-friendly packaging to environmental industry standards to debates about greenwashing. In an age of transparency, where consumers can surf the Internet and social media sites to learn about any given company, there is no hiding from important issues. Consumers have more environmental awareness than ever before and have higher environmental expectations of the organizations with whom they choose to do business. An intriguing environmental printing topic that has been getting a lot of buzz lately is the recognition that using paper is not all that bad after all! Even virgin paper that is traditionally thought of as being harmful to the environment is now being recognized as “not so bad,” and part of a sustainable future. Now don’t get me wrong, improper harvesting and deforestation practices are anything but environmentally friendly, but our common understanding of the role paper plays in our environmental landscape is starting to change. It is now clear that electronics and digital waste are creating equal, if not bigger problems than paper in our landfills due to large volume and non biodegradable properties. In the age of digital device proliferation, our society produces an enormous amount of electronic waste. In this environmental edition of Graphic Arts Magazine, we will uncover why paper products are not always as bad as they seem and provide a greater insight into the current misconceptions, facts, figures, and viable ecosolutions for a sustainable paper based future.

Paper vs. Pixels

Although we know that saving trees and not wasting paper contributes to a healthier and more sustainable environment, it is not yet clear whether electronic devices such as e-readers or tablet computers actually offset the environmental impact of paper. Current reluctance from e-reader manufacturers to share information makes it difficult to understand the true impact of electronic reading devices as compared to their paper counterparts. The unwillingness to share manufacturing materials and methods used, make our green calculations estimations at best. While the majority of a book’s carbon emissions happen upfront, in the paper-making process (about 70%), e-readers require continuous energy throughout the life

March 2012 | Graphic Arts Magazine

Your perfect connection to the printing and graphic arts industry

Diana Brown

Paper... it’s not so bad after all

of the product. A book does not require any additional energy to sit on a shelf, whereas electronic books require energy to be stored on a server, as well as to be downloaded and displayed on e-readers. This function is then repeated and multiplied across innumerable computers and electronic devices. The e-reader itself must also be powered by an outside power source, contributing to the energy expenditure. If you read at night, the light bulb you use will expend more energy than it takes to charge an e-reader, however if you are a daylight reader, paper books prove more energy efficient.

One e-reader requires approximately 300 litres of water to produce its batteries and printed wiring boards, whereas approximately eight litres of water are required to make the pulp and slurry that is then pressed to make paper.

In their quest to debunk paper misconceptions, Apache Superior Printing Ltd., points out that, “Paper itself is a renewable resource that also biodegrades without any additional process required. Nearly all paper can be, and is recycled, and many papers now use a certain percentage of post-consumer pulp for their production.” In addition, they point out that printing companies are required by law to neutralize any chemicals used in the printing process, so there are fewer environmental issues.

products can truly be sustainable if managed properly. “It’s not like oil that when you remove it from the ground it’s gone. Forests that are properly managed can grow back and prosper and move through a natural life cycle.” “Silviculture” is defined as “the practice of controlling the establishment, growth, composition, health, and quality of forests to meet diverse needs and values.” Thuerig and his team work every day to help promote silviculture and programs that will help us maintain sustainability for our country and world.

According to a New York Times article entitled “How Green is my iPad?” by Daniel Goleman and Gregory Norris, they have estimated that it takes approximately 40 to 50 paper books to equal the impact of one e-reader in terms of fossil fuels, water use and mineral consumption. In addition, trace amounts of exotic metals can be found in many e-readers and those metals are often mined in war-torn areas of Africa. It is not to say that e-readers are not great products, simply that we need to better understand the bigger picture and the full scope of the “paper vs. pixels” debate before we can rubber stamp one or the other as being the better environmental choice.

In speaking with Thuerig, he clarified some important forestry misconceptions that impact members of the printing industry, as well as the communication we are having with our customers about paper. Let’s look at three forestry myths.

According to the digital protection company McAfee, spam emails use 33 billion kilowatt hours (KWh) per year worldwide, which is equivalent to powering 2.4 million homes and produces as much greenhouse gas emissions as 3.1 million cars.

Greenpeace estimates that e-waste now makes up 5% of all municipal solid waste worldwide, nearly the same amount as all plastic packaging. To put into context how much e-waste is dumped into landfills each year, if the amount generated annually was put into containers on a train, it would wrap all the way around the entire world. Now that’s a lot of e-waste! Although most electronic products can be recycled, many are deposited straight into landfill sites. Little known to consumers, there are many e-waste recycling programs already available across Canada. For example, the City of Toronto, in partnership with the Ontario Electronic Stewardship, will pick up and recycle unwanted consumer electronics for free. The city is doing a great job marketing this e-waste diversion program in a fun and lighthearted way. Check out Chuck & Vince’s “We Want It!” e-waste recycling commercial and other City of Toronto initiatives here: www.toronto.ca/ewaste.

MYTH #1: Clear-cutting is always bad If you are anything like me, “clear-cutting” is thought of as a bad word. It seems like a quick and easy way for harvesters to gather large amounts of lumber efficiently and cheaply, with little to no regard for the natural environment. Cue: Evil music. Enter: Bulldozer-like machine, black smoke pouring out its stack. A small bunny looks on wide-eyed, as the driver tries hard to contain his bellowing, sinister laughter… Interestingly enough, “clear-cutting” isn’t always bad. Thuerig debunked this myth by explaining that clear-cutting in certain areas is approved by the Ministry of Natural Resources because it helps emulate the forest’s natural lifecycle. Not to say that all clear-cutting is acceptable, but it has a time and a place and plays an important role. For example, in Northern Ontario, clear-cutting is a common practice because foresters are trying to emulate naturally occurring forest fires that help promote young forest regrowth. In today’s society, forest fires are controlled, so as not to harm the neighbouring communities. Clear-cutting, practiced within certain forests, supplements what would

Debunking Forestry Myths

“If a tree falls in a forest and nobody is around to hear it, does it make a sound?” Stephen Thuerig, graduate of Lakehead University’s Faculty of Forestry with a Bachelor of Science, literally lives and breathes the forests of Northern Ontario (he probably hears the falling tree!). Thuerig is a certified Compliance Inspector and works with documents like Forest Management Plans that are overseen by the Ministry of Natural Resources. He believes that forestry and paper

March 2012 | Graphic Arts Magazine

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of these forest ecosystems is a viable tool.” In West’s argument, he claims that loggers can preemptively thin overgrown forests that have a tendency to burn and release tons of carbon dioxide into the environment.

Chinese papermakers have been making bamboo paper for over 1,500 years.

There is a lot more research to be done in this area, but these are very interesting viewpoints relative to current environmental efforts. There is a lot of misinformation and miscommunication about forestry sustainability and environmental issues, and Thuerig believes that the public is not necessarily well informed. What is known is that harvesting trees that will be turned into functional products is a great use of this renewable raw material.

typically be destroyed by fire. However, clear-cutting would not be the right solution for a forest in Southern Ontario, for example, because rampant forest fires do not occur naturally there. The ministry will therefore approve more appropriate cutting and harvesting methods that mimic the naturally-occurring forest lifecycles in a given area.

For more great information about paper and paper facts, TAPPI (The Leading Technical Association for the Worldwide Pulp, Paper and Converting Industry) has created a fantastic paper resource website called “Paper University”: www.tappi.org/paperu.

MYTH #2: Third-party forestry certifications are always worth the additional cost Forestry Stewardship Counsel (FSC) is a third party sustainable forestry certification that you have likely heard a lot of buzz about in the last few years. FSC certification is based on a “chain of custody”, whereby every stage of the process (from harvesting to final product) must be managed and held accountable for ensuring that the paper was sourced responsibly. FSC logos commonly appear on paper products, but can also be used for other lumber products that fall outside of the scope of the pulp and paper industry.

Lessons from the Zero Waste Home

When it comes to consumption and disposal, whether through recycling programs or waste intended for landfill, there is so much we can learn from the Johnson family, whose intention is to live simpler and lighter for our planet. Meet the “Zero Waste Home” (www.thezerowastehome. com). If you have not heard about the zero waste home you need to know about this amazing family. It is not always feasible to live in a zero waste world but there are amazing lessons that we can take away from this family’s gutsy initiative.

Canada has the most certified forests in the world. Consumers are not always trusting of the forestry industry and of the government who controls these areas, and so thirdparty certifications (such as FSC or SFI) allow for an objective standard and certification. However Thuerig does not believe that these expensive third-party certifications are always necessary and these millions of dollars could be better spent elsewhere.

On garbage day… they simply don’t have any garbage for pick up. They make a conscious effort to compost their waste and not use products with consumer packaging.

He believes that the money could be better spent maintaining roads that support forestry efforts, as well as providing additional support to important tree planting programs that replenish our forests with new tree growth to foster sustainability. In addition, the money could be spent to help logging communities, dependent upon the forestry industry, to gain critical stability in volatile times. MYTH #3: Cutting down trees is always bad for the environment Cutting down trees as a way to reduce atmospheric carbon emissions is backwards to what we’ve always been taught – trees absorb carbon dioxide and produce oxygen, right? It’s important to understand that trees are almost 50% carbon and they do release greenhouse gases. Therefore, when an entire truck of harvested trees leaves the forest, half of that truck is carbon that has just been removed from the atmosphere. These controversial claims leave some environmentalists leery of the impact of cutting down more trees to help control greenhouse gas emissions. Frank Keppler at the Max Planck Institute for Nuclear Physics in Heidelberg, Germany claims that trees and plants emit up to 30% of the world’s methane, a powerful greenhouse gas. Keppler has done extensive research into this phenomenon and cautions organizations to rethink programs where they allow reforestation efforts to offset carbon dioxide emissions (as part of the Kyoto protocol, for example). In addition, Chris West of the American Forest Resource Council states that “using a chainsaw to improve the health

March 2012 | Graphic Arts Magazine

Your perfect connection to the printing and graphic arts industry

Diana Brown

Paper... it’s not so bad after all

They have a small amount of recycling curbside, but they are trying to pare that down too. Now the Johnson family is not living in the middle of a forest eating soybeans out of a recyclable tin can either. They own a beautifully minimalist home in Mill Valley, California where they enjoy life to the fullest…only with less. Some have criticized mother, Bea Johnson, for their lifestyle (including only allowing her two sons to have enough toys to fill two clear bins, most of which is Lego). However, she tells critics that they are able to do more as a family and be more creative with less stuff weighing them down.

Leading the recycling frontier in Canada is Prince Edward Island, with 99% of all households having access to at least one recycling program as of 2006. more, bamboo has been called “the world’s perfect renewable resource.”

“Refuse, refuse, refuse. Then reduce, reuse, recycle (and only in that order)” is stated clearly on the banner of the Zero Waste Home blog.

Another important aspect to the sustainability big-picture is continuing to recycle paper (mainly to save landfill space versus saving trees). According to Statistics Canada, recycling programs have improved greatly from fifteen years ago. They found that income and education level have no bearing on recycling use and households who have access to recycling programs use them equally. Canadian households diverted approximately 3.6 million tonnes of materials from landfills by recycling, which was an increase of 65% from only four years prior. This statistic is a double-edged sword in that it is great that we are recycling more as a society, however we are likely consuming more packaging too, helping to inflate this figure.

When thinking about reducing our environmental footprint the three R’s come to mind: reduce, reuse and recycle. Many of us are guilty of favouring one of them over the others: recycling. The Johnson family is different in that they are focusing on “refusing”—battling waste higher up-stream— which is a far more proactive means to a sustainable end. If you would like to learn more about the zero waste home and the initiatives that this family is committed to, you can find them here: Blog: www.thezerowastehome.com Twitter: @zerowastehome

No matter the solution, sustainability is critical. Whatever action we take moving forward must be a long-term, sustainable solution.

Tangible Solutions

The Final Cut

For every member of the printing and paper industry out there, I have some good news. How do we promote environmental sustainability? Use paper. That’s right — part of the solution is to keep using paper.

As my favourite paper salesman, Michael Scott, once said: “limitless paper in a paperless world.” Although I’m sure Michael was not intending to make a statement about sustainability, we really can have “limitless paper in a paperless world” if we manage our forests properly and make it a priority to continue sustainability efforts.

As Dr. Patrick Moore, Co-Founder of Greenpeace, boldly states: “Forestry is the most sustainable of all the primary industries that provide us with energy and materials… To address climate change, we must use more wood, not less. Using wood sends signals to the marketplace to grow more trees.”

As human beings on planet Earth, it is in our best interest to reduce our environmental footprints. There is however, a lot of misinformation about the paper industry. Moving to an “e-this” or an “i-that” simply for the sake of being greener is not always the best option. So if you were debating whether or not to buy that e-reader for environmental reasons versus continuing reading paper books, it really comes down to how much reading you do. If you will read more than approximately 50 paperback novels on your e-reader, which many people can do in a matter of months, then it may be worth the investment from an ecological standpoint. However, if you are a casual reader who only reads occasionally on vacation or at the beach, it may not be worth purchasing a reader strictly for the environmental benefits.

As an alternative to using endangered wood or old growth forests, we can multiply our sustainability efforts by using fast-regenerating renewable resources, like bamboo. Bamboo is the fastest growing woody plant in the world and according to Green by Design, this miracle plant can grow up to two inches per hour (that’s 24 inches per day!). “Holy bamboo shoot, Batman!”

As of 2008, it was estimated that there are four billion cell phone users worldwide and cell phones have a lifecycle of less than two years in developed countries.

We must do our best to stay attuned for misinformation and continue to learn what each one of us can do to minimize our impact. Education will empower today’s industries and future generations with critical knowledge to effect positive action. Lastly, as much as we in the printing industry do not want to hear it, Goleman and Norris make a great final point, “All in all, the most ecologically virtuous way to read a book starts by walking to your local library.”

Bamboo grows at an astonishingly fast rate and it also regenerates quickly after harvesting, thriving in less-thanperfect soil conditions. This plant also aids in reducing soil erosion, helping neighbouring rivers by preventing silt from affecting the aquatic life balance. Bamboo is inexpensive and can be used to manufacture a myriad of different products, from wood flooring to paper, and its young shoots are even edible for human consumption. For these reasons and

March 2012 | Graphic Arts Magazine

Diana Brown is the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company that provides training to the Graphic Arts industry. diana@onsitefirstaid.ca

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D V

E R T O

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Printers reaping huge benefits from a growing trend – banding! With over 7,000 machines now sold worldwide, printers are turning to sophisticated ATS-Tanner Banding Machines as a way to differentiate themselves from their competition while reducing labour, energy, materials, and other costs. Also, with the company’s flexible new Rent-To-Own and Free Trial options, the costs are well within reach of many small and medium-sized printers!

They’re easy to operate, occupy very little floor space and are easy to move. They can handle simple bundling tasks to fully integrated, fully automated solutions that blend seamlessly into complex workflows. Reist also offers staff training and technical support 24/7.

Banding for Branding

By comparison, both corrugated boxes and shrink film can be expensive, costlier, waste energy and can become redundant. As well, the end products of banding are more secure, more durable and have a more attractive appearance. Canada’s securities industry is widely using ATS ultra sonic banding machines to band the new polymer notes to help avoid troublesome scratches.

“Printers who previously thought they couldn’t afford our industry-leading banding machines are increasingly using our attractive and low cost Rent-To-own Program that we offer in Ontario,” says Martin Reist, National Sales Manager, Canada. “This popular program allows printers on tight budgets to use our equipment for peak periods and eventually end up buying the equipment after experiencing all the advantages. The visible higher finish of banded products adds quality to the product and is an overall quality statement of printed products. Pre-printed banding material is more and more used for self-promotion to gain new customers and upsell current clients. Customized banding materials include their logo, their customer’s logo, or communication of any message. ‘Banding for branding’ is becoming a profitable trend.”

80% who try, buy! ATS Tanner’s Free Trial program lets printers in selected areas use the machines for an agreed period of time. “About 80% of those who try either our ultra-sonic or heat-seal machines end up buying them. I think you’d be hard pressed to find any manufacturer anywhere with a sampling-to-purchasing ratio that high.” One reason for this is because banding can eliminate production bottlenecks. Machines operate so fast that they involve little or no labour costs.

Summing up, the advantages of banding include: • Little or no labour costs • Reduced materials costs • Saves on energy costs (standard 120-volt power, no compressed air) • Takes up very little floor space • Portability – machines are wheel-based • Uses only top-quality banding materials • Can package fragile materials in a soft-tension mode • Can accommodate various sizes of products • Handles an extensive range of products • Variable/personalized data can be printed on banding material • Products presented much more attractively More information: Martin Reist at (905) 815-9999 or visit www.ats-tanner.ca.

US-2000 AD Ultra-Sonic Banding Machine

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March 2012 | Graphic Arts Magazine

Bard Business solutions inc.

Online tours: www.bardsolutions.com email: info@bardsolutions.com 416-410-BARD (2273)

Your perfect connection to the printing and graphic arts industry

Anita Windisman

Marketing

Social Media 101 for Print Shop Owners: Part III Setting Up a Company Page on LinkedIn

Since my last article, where I reported that LinkedIn had 135 million users, that number has now grown to 150 million members, reinforcing the fact that LinkedIn is still the largest social networking site for business professionals worldwide. Also consider a few other current statistics to further highlight why you and your company need to be on this important social network: • 23.9% of individuals on LinkedIn are business decision makers • 64% of users agree that LinkedIn helps develop relationships and grow new business • Members are twice as confident in the information found on LinkedIn than any other social site

company. Only current employees are eligible to create a Company Page. From there you will be asked for basic information such as the type of company, size, website address, industry, location, logo, company description and company specialties. You will also have the ability to assign an administrator to manage your page. Now that you have set up your “Overview” page, you can then set up products and services. You can upload an image, describe your products and services, list key features, provide a link to the product page on your website, list a contact person, add a promotion, and even include a YouTube video. As a last step you can upload up to three graphical banners in order to make your page more visually appealing.

In my previous two articles, I outlined the steps to take in order to optimize your personal profile on LinkedIn, grow your network, and become active on it to increase your visibility. This article provides an overview of the benefits of establishing a business presence on LinkedIn by setting up a Company Page.

What is a Company Page?

A Company Page is a centralized place where any LinkedIn user can get information about your company, its products and services. Your customers and prospects have the opportunity to “Follow” your company which then enables you to provide regular status updates so that you can engage with them. Your customers also have the ability to “recommend” your services, allowing you to drive awareness through word of mouth. Similarly, the reverse is also true where you can “Follow” your customers and suppliers, keeping on top of their activities.

Start engaging with your customers and prospects

Now that your company page is set up, you will have the ability to ask for recommendations for your products and services. This is different than the personal recommendations I outlined in Part I – because everyone in your network, whether you are connected to them or not – will be able to see them. Next, you will encourage both customers and prospects to “Follow” your company page. Why? So that you can share updates with them. Updates can be links to interesting articles, printing tips, special promotions you are offering, or something that you think will be of value or interest to your target audience. Do feel free to respond when someone comments on your update – interact with people – in other words be “social”.

The Benefits of Setting Up a Company Page

Although you probably have a company website set up, the challenge is getting prospects to visit it. The primary reason to establish a Company Page is to be more accessible and visible to the 150 million business people on LinkedIn. After all, you need to be where you target audience is. A properly optimized LinkedIn page, having both content on it, and employees linking to it, will also improve your Search Engine Optimization (SEO) and organic visibility. And it’s free, too! Lastly, you will be miles ahead of your competition. In doing research for this article, I could not find one printing company that had an optimized company page – not even the big guys!

See you on LinkedIn!

How to Set Up a Company Page on LinkedIn

Anita Windisman is the President of One of a Kind Marketing where the philosophy is building business relationships one at a time through social media. The company specializes in providing LinkedIn training for sales teams and business professionals. anita@oneofakindmarketing.com

In the top navigation bar on LinkedIn, click on “Companies”, then in the upper right click on “Add a Company”. From there you will be taken to a page where you will be required to enter your company name and provide your email address at the

March 2012 | Graphic Arts Magazine

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Diana Brown

Te c h n o l o g y Metallic ink is a varnish or vehicle containing metallic particles. Common metals used to manufacture metallic ink include copper, aluminum, bronze or zinc. When metallic ink is printed and left to dry, the metallic particles rise to the surface, reflecting light and creating a metallic sheen. Metallic inks create a similar, but less intense, effect than foil stamping because they are applied as paste or liquid ink, versus a thin sheet of metal foil applied directly on top of a substrate. Metallic inks are amazing because they can create the illusion of â&#x20AC;&#x153;high definition printâ&#x20AC;? at a relatively low cost and there are numerous types, including those suited for conventional offset as well as for UV offset capabilities.

The harder and less porous the stock (such as a gloss coated stock) the greater the metallic effect produced. If a customer is interested in printing metallic ink on uncoated or textured stock, the metallic sheen will not be as pronounced because the ink will sink into the pores of the paper. If they are looking to apply metallic ink to an uncoated or textured sheet, the printer may apply two hits of the metallic ink or lay down a thicker film of ink. Alternatively, it may be wise to apply foil stamping (which sits on the surface of the substrate and does not absorb into the pores of the paper) if a fullintensity metallic look is desired. Always test unconventional substrates prior to printing to minimize costly errors.

It is important to note that metallic inks are opaque, whereas conventional process inks (cyan, magenta, yellow and black) are transparent. Ink technologies, such as MetalFX, rely on the transparent nature of process inks to allow a myriad of colours to be overlaid onto the metallic ink base. This allows one to print as many metallic colours as desired in a single pass of a press.

Additional considerations to take into account when using metallic inks include: the ink is more expensive than traditional offset ink, the ink can take longer to dry, there is increased makeready time and a more thorough cleanup is required to ensure all metallic particles are out of the inking system before moving on to the next job. There can also be more printing problems and special care required, as metallic inks require a different ink/water balance than process inks.

Design and Production Considerations

An additional consideration for UV metallic ink specifically, is that a fast drying time reduces the metallic effect. Longer drying metallic inks tend to have a greater metallic lustre because the particles that reflect light have had more time to rise to the surface of the ink.

Due to the nature of metallic ink, it is important to be aware that rub resistance issues exist, and therefore, advisable to apply a protective coating on top of the surface. There are trade-offs however, because the protective coating may not react well with the metallic surface causing adhesion problems (such as with a film laminate) or the protective coating can lessen the metallic effect.

Designers must communicate with their printer to clarify whether or not the final metallic printed piece will be run through high heat digital presses or home laser printers. If running through a high heat digital press is the intended end

In order to increase and maximize rub resistance, it is recommended that printers apply metallic ink on coated stock only.

March 2012 | Graphic Arts Magazine

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Diana Brown

Te c h n o l o g y use, the metallic ink must be specially formulated to suit this end-use application.

metallic colours to maximize their design, without the added expense of individual spot colors, whether for packaging or high-end commercial printing. MetalFX employs proprietary software where users can create sophisticated designs using layers within their files and customize the intensity of each metallic colour.

Other important design considerations when using metallic ink include not using it in small areas such as halftone dots. If the dot is smaller than 30% it may simply appear as though it is not printed with metallic ink. Printing reverse type or similar small areas using metallic ink is also not desirable because of the larger particle sizes contained within the ink. Metallic inks are much more effective on large printed areas and so these types of design considerations should be made in the early stages of the project.

An added bonus of the MetalFX technology is that the overprinted CMYK acts as a varnish to protect the metallic ink from scuffing and increases the rub resistance. Other unique effects that can be leveraged using the MetalFX software include LiteFX (light changing metallic colours that creates movement on a page), HoloFX (hidden metallic elements create the illusion of a holograph) and SecurityFX (a combination of LiteFX and HoloFX to create a document that is very difficult to replicate without the original file).

MetalFX

Consumers expect more and more from the marketing and promotional material they interact with on a daily basis. MetalFX ink technology provides consumers with more by enhancing product realism (technology, automotive, jewelry, etc.) and visual interest without the added expense of individual metallic spot colours.

Special training and licensing is required to print MetalFX. In the end, the most important decisions about whether or not to use metallic inks depend upon the choice of paper, preferred coating application, printing process and the desired effect. Consult with your print specialist to determine the best use for these inks. Shine on!

MetalFX is a unique printing process whereby a single metallic ink is laid down first (either silver or gold) and then process cyan, magenta, yellow and black (transparent inks) are laid down over top of the base. This provides the opportunity to reproduce over one million metallic colours on a single pass of a five-unit printing press. The possibilities are virtually endless!

Diana Brown is the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company that provides training to the Graphic Arts industry. diana@onsitefirstaid.ca

MetalFX inks are available for sheetfed offset printing as well as for web offset printing and are available as UV and conventional inks. Designers can now use a whole gamut of

March 2012 | Graphic Arts Magazine

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Myrna Penney

Management

Recurring Theme: Print is not Dead

The Print Media

As with other DIA presentations, this topic continued to address an often-expressed concern: Print is Dead – Fact or Fiction?

Unfortunately fear tactics are shaping attitudes toward print, especially for newspaper and magazine advertisers. But the numbers demonstrate that in the US, magazine advertising is currently a $20 billion market in the US and a $2 billion market in Canada – smaller than it was but still significant. Not all magazines have gone to tablets. In fact, the stats show that while circulation of many printed magazines is down, overall circulation continues to be solid. In Canada, Seto’s statistics showed DIA attendees that newspaper readership is actually up, though that is partly tied to population growth. Seto feels because of printed and digital editions, newspapers are evolving to become News Organizations. In summary, the numbers suggest that print and digital co-exist in the print media market. Actually, Seto believes that some of the publications experiencing financial difficulties are doing so because of bad management, not because of technology.

E-Book technology is not new. The first commercially sold e-book was developed about 20 years ago with the Sony Data Discman. At the time it was going to change the world. It is, Seto told DIA listeners, the same story today. New technology gets introduced with great fanfare, excitement builds, press coverage proliferates, and the warning bells sound – get on board now or be left in the dust. But fear needs to be tempered with reason. Seto showed the DIA audience some statistics from various sources demonstrating that print is not dead, it is just moving online. These statistics, said Seto, are supported by the fact that paper consumption is shrinking. In many applications technology has replaced paper distribution as a more efficient delivery method through less wastage. A significant example of this is household and business bills and statements. But, there are sectors where paper consumption is growing. Copy paper is one and paper for outdoor signage is another.

March 2012 | Graphic Arts Magazine

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Myrna Penney

Management

desirable product – and another sector where paper consumption is not shrinking.

Given the choice of visiting websites or reading digital magazines, readers are choosing the digital magazine with increasing frequency – it is not yet competing with print magazines. In fact, Seto cited examples of magazines with both print and digital editions. One was an established print magazine published 5 times a year that launched an interactive digital magazine in the Fall of 2011 sponsored by Epson Canada. It continues to be published five times a year – five digital and two print versions because there are only two months where advertisers want to buy print advertising. Seto told DIA listeners that he sees this as more the model for select magazines of the future…heavy digital but still print. It’s all about content and the ease of reading that content that is supported and enhanced by advertising.

The Changing Digital Landscape

Over the past two years, said Seto, we have seen some dramatic changes. Communicators are rapidly adapting from desktop to emerging mobile devices such as phones, tablets and e-reading devices. Seto has reviewed many of the tablets. In his opinion, the Windows 8 Acer tablet will become the tablet for business. He suggested the DIA audience visit his blog on Masthead to find out why. Amazon now sells more e-books than printed books. Seto sees this as a tipping point. He shared statistical information that further demonstrated the vast market achieved through e-readers.

Social Media Integration

When do you Jump on the Bandwagon

Social media is not a fad. It has become part of the changing marketing mix, part of the cross platform digital consumption. Seto told the DIA audience that in his view social media has become intrinsic to the new retail landscape. He further expanded on this by saying social media has increased the power of the consumer and has enabled companies to have a one-on-one relationship with their customers. But that relationship goes many steps further. Consumers can instantly post their retail experiences and share them with their friends – Social Media, the new word of mouth – great for positive experiences but a threat if experiences are negative.

There are five phases of technology development. The time frame over which each of these phases happens depends on the technology. 1. Technology trigger Launched with considerable media fanfare – you have to have it now even though you don’t know how to use it yet. 2. Peak of inflated expectations The frenzied publicity generates over-enthusiasm, unrealistic expectations – the bandwagon effect. While there might be some successful applications of the technology there are typically more failures.

Print is still in the game. It is still a strong part of today’s marketing mix – TV, radio and print integrated with websites for both desktop and mobile, YouTube, emails, and Facebook pages. The right message is delivered at the right time to the right place using a multi-platform distribution model.

3. Trough of disillusionment

But social media is having a negative impact on the expenditure of advertising dollars. Rather than taking an ad in a magazine, a company can advertise their product or service on their Facebook Fan Page at no cost beyond the development of an effective Fan Page.

The technology has failed to meet expectations and quickly becomes unfashionable. Consequently, the press usually abandons the topic and the technology. The task of sifting through the garbage to find the winner is not easy.

The New Retail Landscape

The technology is not newsworthy anymore and the press is not covering it. But… the marketplace has experimented to find benefits and practical applications. Now we have figured out how to build a money-making business model around it. At this phase, if you don’t try, you don’t learn, and if you don’t learn you don’t know how to win. So, asked Seto, would you rather be the lead horse or the one behind? When do you jump in to be the lead horse, though, without losing your shirt?

4. Slope of enlightenment

How are people consuming knowledge and content? Seto challenged each person in the DIA audience to look outside their own sandbox. Digital superstores for content are emerging –Apple, Android, Amazon, Kobo, Sony and Netflix. First generation digital magazine newsstands are being overpowered by these new stores—Zinio, Magazines.com. Seto defined this as the Wal-Mart effect, and the numbers support this.

5. Plateau of productivity

But, as much as the new landscape has taken hold, the 2011 magazine subscription stats Seto showed demonstrated otherwise. For major magazines in Canada, print subscriptions outpace digital subscriptions by a huge margin – digital tracks at less than 1%. There are many reasons for this, as Seto shared with the DIA audience. Print magazines are still more convenient – easy to read, easy to find content. Print is still better.

The benefits have become widely demonstrated and accepted. The technology has become increasingly stable and evolves into 2nd and 3rd generations. The final height of the plateau depends on the degree to which the technology has become applicable, beneficial, and owns a niche market. Now we know how to make money from it. Seto showed charts to further expand on these phases with detail and examples of each of the phases along with supporting statistics. He advised the DIA audience to use research-based information, not media hype to decide when to jump on the bandwagon.

Magazine Models of the Future

While the magazine landscape is not changing as fast as you might think, said Seto, change is on the way. We read what we grew up with. People aged 35 and under are gravitating toward digital. Digital magazines will not be static. They will be designed for the screen and both editorial and ads will include interactive videos, slide shows, etc. However, Seto cautioned, the rich media options need to be used selectively to enhance content while ensuring delivery does not get in its way.

March 2012 | Graphic Arts Magazine

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Installations & Investments

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Located in Brantford, Ontario, M&T Printing Group has recently installed a Heidelberg Speedmaster SM 74-6+LX press to keep up with the current colour demands. The new press will join the company’s existing SM 74-2 press. M&T printing has been in business for 10 years, specializing in print-on-demand.

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March 2012 | Graphic Arts Magazine

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Recrutinng 101

Recruiting 101 Peter Shutz’s philosophy on recruitment is admirable: “Hire character. Train skill.” Although suitable candidates must possess a level of knowledge and skillset to meet the job requirements, having the right attitude, passion and fit with the desired organization is necessary for long-term employee retention and success. Finding the right candidate, who is committed to your organizational goals and believes in your product or service helps to authentically perpetuate your brand. This can help raise your customers from mere repeat buyers to brand evangelists. It is genuine, positive affirmations on social media and through word of mouth that will help escalate your brand to the next level of success; it all starts by hiring the right people with the right character.

employees to be rewarded for their hard work. You already know how the candidate works and there will be less of an internal learning curve for the promoted employee. Opportunities for career and personal growth can also boost employee morale. Possible limitations to hiring from within may include stifling the creative potential of your organization by limiting external ideas and experiences gathered from elsewhere within your industry. There is also the potential for resentment from current employees who feel as though they are qualified but are not being given an opportunity to progress in the company. Knowing what works best for your company, understanding what your current employees are capable of and recognizing the position you are trying to fill will dictate whether you look inside of your organization, outside of your organization or both.

When looking to recruit the perfect employee, there are two places to search: outside of your organization and inside of your organization.

Ten Steps for Hiring the Right Employee

When recruiting from outside of your organization, it’s important to acknowledge that technology and social media are now playing a role in the recruitment process. Whether through Twitter, LinkedIn or personal resume websites, excellent candidates are making themselves available via the Internet and recruiters are leveraging these tools. “Social recruiting” or “social hiring” are two terms that recognize the intersection of the recruiting process and social media in the 21st century. For example, LinkedIn has an entire solution for businesses called “LinkedIn Corporate Recruiting Solutions” (watch the video here: http://talent.linkedin.com/Recruiter). LinkedIn is a place where people are building their professional reputations and there are many well-qualified “passive candidates” ready to be recruited. Search filters and keywords allow for dynamic and efficient candidate searches.

(From Susan M. Heathfield, Human Resources Expert) 1. Define the Job Before Hiring an Employee 2. Plan Your Employee Recruiting Strategy 3. Use a Checklist for Hiring an Employee (Systematic Approach) 4. Recruit the Right Candidates 5. Review Credentials and Applications Carefully 6. Prescreen Your Candidates (Save the Interview and Selection Committee Time) 7. A sk the Right Job Interview Questions 8. Check Backgrounds and References When Hiring an Employee 9. Extend a Job Offer (vs. Extending Verbal Conditions Only) 10. Use Effective Employment Letters

When recruiting from inside of your organization, it is important to understand the inherent opportunities and limitations that exist. Hiring from within allows current high-performing

March 2012 | Graphic Arts Magazine

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March 2012 | Graphic Arts Magazine

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Diana Brown

Recruiting 101

In-Action Example

ket is smaller and I have lots of candidates.” She continues, “There’s no trouble finding the right candidate, it’s more about narrowing down the over 900 candidates and making sure the optimum compatibility is there.”

With 35 years of ‘ground up’ executive printing industry experience, who better to learn from than the great Mary Black herself? I had the opportunity to speak with Mary, Principal of Mary Black Recruiting, to learn all about finding the right employee for an employer.

In addition, Mary has found that candidates’ salary expectations have increased and warns that candidates must be realistic and prove that they have value to warrant the anticipated salary.

“It’s all about fitting the right person into the right company for the right position in an efficient and timely manner.”

“I see past students who have only been out of school for two or three years expecting over $100,000 per year. You have to prove your value and show why you’re worth that much to a company.”

It takes a combination of attributes to thrive in a given organization, including compatibility with the company, being a team player, punctuality, consistency, reliability, a good first impression and a great personality. It is a long list, but placing candidates with this level of interpersonal and technical skill is how Mary maintains her high standards and credibility within the industry. Mary also believes that someone’s “EQ” (Emotional Quotient) is just as important as possessing a high “IQ” (Intelligence Quotient), especially in an interview situation.

From Mary’s perspective, the most important part of the recruiting process is understanding the company’s culture and then working closely with that company to make sure she provides them with the right candidates. As past Chair of Ryerson University’s Graphic Communications Management program, Mary is in the unique position of knowing a decade’s worth of graduates from the only degree-granting printing industry program in Canada. She remembers many of her past students, including their personalities and whether or not they would make a great fit for a given company. Mary’s value lies in the large number of candidates she has to draw from, giving her the ability to often find companies a better candidate faster, providing great value over the long term. In the end, it is simply about finding the right fit.

“Whether or not the candidate is dressed well for the interview, shows up on time and the way they handle themselves make a candidate’s EQ extremely important,” explains Mary. Mary has seen a change in the recruitment industry in just the last few years, as there are fewer jobs than in years past, and therefore more competition. Mary makes it clear that there are still lots of jobs available, but candidates must have everything in order before going into an interview because there is so much more competition.

For more information about Mary Black Recruiting, check out: www.maryblackrecruiting.com

“I don’t find it difficult to fill a given role because the job mar-

Resources Book Resource

Hiring For Attitude: A Revolutionary Approach to Recruiting and Selecting People with Both Tremendous Skills and Superb Attitude by Mark Murphy In his new book, based on hiring and employment research, Murphy states “attitude should be your number-one focus during the hiring process.” He believes that the attitudes of your employees directly affects your customers and having a great attitude is what turns customers into raving fans! Whether it is a matter of hiring someone from outside the company, or promoting internally, it is crucial to understand this key ingredient in the hiring process. Podcast - Kenexa Recruiting Strategies Kenexa has produced a series of podcast audio recordings about effective recruiting strategies. This series includes podcasts ranging from 6 minutes to 26 minutes in length, such as “Hiring the A Team”, “Building Your Social Network Communities” and “What’s Your Recruiting Strategy”. These podcasts are available for free on iTunes. Twitter Michael Goldberg @SuperRecruiter Corporate Strategic Recruiting Leader at Freeman who gets it and knows how to bring A level talent to the table. Social and Super Recruiting is my specialty. Diana Brown is the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company that provides training to the Graphic Arts industry. diana@onsitefirstaid.ca

March 2012 | Graphic Arts Magazine

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Sales

Seven lies salespeople tell themselves

Do you lie to yourself? You may not think so but I suggest that you probably do. Here is what I mean...

targets and goals. After all, how can you monitor performance if you are not tracking results?

Sales Lie #1: “I could reach my quota if my company lowered their prices.” If I had a nickel for every time I heard this...

Okay, now that I have that off my chest, let’s take a closer look at the lie.

If you rely solely on price to close deals then you condition your customers to constantly push you for a larger discount or a better price.

In my eyes, people who do not set sales targets are essentially saying, “I’m not sure what I’m going to do this year and I don’t want to work harder than I have to.”

Sales Lie #2: “I’ve got this deal in the bag.”

Top performing sales reps always set high, ambitious goals and their targets are usually higher than those set by their company. They use these goals to inspire and motivate themselves to achieve more.

I think this is one of the most common lies sales people tell themselves. In fact, I hate to admit that I have been guilty of this from time-to-time.

Sales Lie: #6: “No one is buying.”

It is easy to think that because someone says, “This looks good, let me get back to you in a couple of days” that they are seriously interested in your product or service. I have heard prospects say, “This is great, what do we do next?” only to balk at making a final decision.

I recently spoke to someone who sells cars, an industry that has been particularly hard-hit in the last few years. However, his sales continue to increase even though many people in the same business complain of declining sales. Regardless of the economy, people still make buying decisions. They still make purchases. Companies still need products and services.

No deal is guaranteed until the other person signs the agreement, gives you confirmation, or places the order. Sales Lie #3: “The competition is always offering better prices.”

Stop wasting time thinking about the people who are not buying and find the people and companies who are buying!

While some competitors will consistently beat you on price, the reality is that most companies are competitively priced. It is a rare situation when a competitor will out-price you on everything you sell unless the products are different.

Sales Lie #7: “I don’t need to practice my sales presentation.” Yeah, and professional athletes don’t need to practice because they are at the top of their game. The best sales people never take their sales appointments and meetings for granted. They rehearse the questions they need to ask.

Sales Lie: #4: “My territory is too big (or too small).” In the 16-plus years I have worked with sales people I have never heard anyone say, “I have the perfect number of accounts.”

They run through their presentation to make sure they have included the necessary details and that their presentation flows in a logical manner and that it addresses their prospect’s situation and/or needs.

In an ideal world, you would be able to see or meet with every account or customer in a perfect cycle. However, the reality of today’s sales world is that companies are struggling to do more with less which means most sales people have to manage a big sales territory. The key is to manage your accounts more effectively.

As painful and difficult as it can be, you are better off telling yourself the truth instead of lying to yourself (and perhaps your boss, too!). Avoid telling yourself these sales lies because they limit your ability to increase your sales and fully achieving what you are capable of accomplishing.

Invest the bulk of your time managing your best and most profitable accounts (top 20%) and customers that have good potential to grow (next 20-30%). Wean yourself from responding ultra-fast to your high-maintenance, low-profit customers (bottom 20%).

Sales Lie: #5: “If I don’t set a sales target I won’t be disappointed.” First of all, let me say that I am surprised how many sales-based organizations do not require their sales team to establish sales

March 2012 | Graphic Arts Magazine

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Automation

Teamwork drives automation No matter what investment you make in equipment and software for workflow automation, you will not achieve the greatest success without teamwork driven by top level management. Any automated system with the right team can save money, prevent waste, increase capacity and improve the quality of a business overall. Every member of the team needs to understand the importance of keeping the system running efficiently and paying attention to changes or differences that might occur. The following common issues can reduce the benefits of running an automated system: Sales people have the benefit of providing their customers with fast, quality products and can promote their system’s qualities. Sales people do need to understand all products available through the automated system. Selling special items not on the systems menu is costly and slows down production of the fully automated work. Stick to one set of products for the automated system and use a separate system for special orders to save time and money. Reinforcing the idea that the system is not to be changed or altered to handle one specific item should be part of initial orientation. Operators need to keep a maintenance schedule for all equipment and computers used by the system. Short run, “One Off”, and any other on demand production takes its toll on hard drives, scratch disks, RIPs and Raids. Files are copied and deleted more often than manufacturers had anticipated causing fragmentation and performance reduction. Keeping logs for maintenance is the best way to ensure that materials are not wasted and equipment doesn’t run the risk of failing during an extra busy period.

Every part of the team should have a way of reporting any connection failure, odd looking file, missing file, etc. to the rest of the team. The faster problems are caught and solved the more cost efficient the system becomes. When an automated system is introduced, some employees see this as replacing their work and feel threatened. This can often undermine the success of a new system. A strong commitment from the top levels of management is needed to send a message to employees that the system requires a champion at each level and that teamwork will make everyone benefit and in many cases learn new skills. In all cases, top management makes or breaks a successful setup of an automated workflow. They must choose the right software, support people and lead the team that will make it all happen. When work is done automatically it is not time to walk away and let it run. Continuous maintenance, feedback, upgrades, backups, and team involvement will make it succeed.

Upgrades should be scheduled and only performed after backups have been completed. It is not always wise to have automatic updates activated on systems used for automation. Not all upgrades are successful and a ready backup will eliminate downtime for reloading. Keeping the upgrades logged along with the maintenance schedule is the best practice. All members of the team should understand the importance of feedback. An automated system will make the same mistake over and over again until it is noticed and reported. Feedback means detailed information written down with times, dates, error messages, descriptions or samples. Often operators will complain of something “always happening” but never report it. There are instances where an operator may go outside of the system to get what they need. This is the worst thing that can happen in an automated environment.

March 2012 | Graphic Arts Magazine

Andrea Mahoney designs and installs automated workflows for all types of printing professionals. Tribay, a workflow automation company, offers the tools, training and setup for successful automated workflows. Visit www.tribay.ca and/or email Andrea at andrea@tribay.ca.

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March 2012 | Graphic Arts Magazine

Your perfect connection to the printing and graphic arts industry

Barry Siskind

Trade shows

Create a memorable trade show pitch The Goldilocks effect In the late 1970’s, one of my favourite television shows was the American sitcom WKRP in Cincinnati. The character I remember most was Herbert Ruggles (Herb) Tarlek Jr., played by actor Frank Bonner. Herb was the epitome of bad salesmanship, characterized by his boorish and tasteless approaches to clients. To complete his baboonish portrait, he wore loud plaid suits, with a belt that matched his white shoes.

should not be too long, not too short, but just right. That is the “Goldilocks Effect” that all front-line staff who meet visitors at a booth should adhere to rigorously. A good presentation begins long before the exhibition. It is developed by uncovering four elements: 1. The features and benefits of your product and service. 2. Identifying prospects and understanding what issues are most important to them. 3. F inding your own voice. 4. Rehearse…rehearse…rehearse.

Herb was the man you would never knowingly join in an elevator, because you would face the consequence of his talking your ear off with information that you cannot relate to.

1. The features from the benefits

Fast forward to the second decade of the 21st century at a typically busy trade show when without warning you are approached by a modern day Herb who, while better dressed, still feels the need to overload you with information you care little about. You have just fallen victim to the greatest of exhibition sins – the poorly thought-out and executed pitch.

There is an old adage in sales that says, you don’t go shopping to purchase a 1/8th inch drill bit, what you really want is a 1/8th inch hole. What are you really selling? Make a list of all that your product (or service) provides. For example, some of the features of an automobile might include: Exhaust Heat Recovery System, 2.4 Litre, 4-Cylinder, DOHC, 16-Valve, Variable Valve Timing, Tier 2 Bin 3 Emission.

If you are a fan of fairy tales then surely you will remember the story of “Goldilocks and the Three Bears,” written by British author Robert Southey. It is the story a young girl named Goldilocks who finds herself in a bear’s home and searches for perfection as she works her way through porridge, chairs and beds before drifting off to sleep. Goldilocks teaches us that the perfect solution to things in life, like a product pitch,

March 2012 | Graphic Arts Magazine

Next, ask yourself which items bring real value to your customer. You record your answers in a second column beside the feature. For example the Exhaust Heat Recovery System generates electric current from waste heat in your automobile to improve overall engine efficiency resulting in a great

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Your perfect connection to the printing and graphic arts industry

Barry Siskind

Trade shows

4. Rehearse…rehearse…rehearse.

potential for fuel savings. What does your customer actually want, an Exhaust Recovery System or fuel savings?

Rehearsal begins before you utter a word. Begin with the list of features and benefits that are most likely to appeal to your audience. Next decide how you will be presenting information. Think of the pitch in three parts: the opening, the body and the close.

2. Identify your prospects and understand what issues are most important to them Your customers are not one homogeneous group of people. Each has their own perspective, interests and level of knowledge, so a one-pitch-fits-all approach is clearly not going to work.

The opening. At your booth you have already spent a few minutes getting to know your visitor and their perspective. Before you introduce benefits you need to ensure that you have guessed right, so your opening may sound something like this: “Let me see if I understand your situation correctly. Your primary interest is to ensure that the installation of new equipment can be accomplished with a minimum amount of down-time. Is that correct?”

If you have not already done the exercise, create a profile of your customer in as much detail as possible. Your profile goes beyond a simple description of demographics. Go a bit deeper into what motivates these people. If you are unsure then perhaps its time to pause and conduct a bit of research. Get your front line people involved with this exercise and see if you can identify all the people they will come in contact with and identify their motivations.

The body. Here is where the content of the presentation is customized. If you have done your work well, and asked the right questions you should have a good idea of your visitor’s specific interests. You now relate those interests back to the exercise you did before the show where you matched features and benefits to your various visitor profiles. Remember, you are most likely not going to make a sale now. The best you can realistically hope for is to leave this visitor with a positive feeling about you and your products and services so that when a follow-up contact is made there is a better than average chance the visitor will respond. The trick is to pick and choose those issues that will most likely impress your visitor.

The next step is to compare your customer profile to the audited list of attendees provided by show management. What you will learn is that only a fraction of the potential attendees fit the profile. It also tells you that you may have many opportunities to meet people who can influence the final decision. These people may come from finance, administration, marketing, production, sales and so on. With this information in hand you can now refine your profiles to reflect all possible interactions at the show. Add this list to your list of features and benefits deciding on which benefits will be most applicable to each identified prospect. For example someone from finance may not be interested or not understand the nuances of your product’s performance capabilities but they will understand the impact of your product on the corporate bottom-line.

The close. You want to make sure that the few benefits you have introduced meet the visitor’s expectations. You also want to ensure that you have not missed anything crucial. The solution is to summarize and ask. It sounds something like this: “So you see how our product is cost effective and will result in a minimum amount of downtime to integrate into your production line. Is there anything I’ve missed?”

3. Find your own voice

Have you ever listened to a professional comedian tell a joke and thought it was the funniest thing you have ever heard? But when you try to tell the same joke to your colleagues, they stare at you after the punchline, wondering what you thought was so amusing. The reason behind this is that we all have our own unique way of conveying information. Some phraseology works for some people and not for others. The trick is to find ways of presenting information that fits your personality. You need to use words that you can say with enthusiasm, comfort and honesty. If you fake it, you sound like the Monday morning comedian telling jokes that fall flat. The way you find your voice is through practice.

March 2012 | Graphic Arts Magazine

Making effective presentations does not come easily. It requires good planning and a lot of training to ensure that the people working your booth maximize those precious few minutes they have with a visitor. So, just as Goldilocks proclaimed – not too much, not little, just the right amount will suffice. Barry Siskind is North America’s foremost trade and consumer show expert. He is author of “Powerful Exhibit Marketing.” Visit www.siskindtraining.com and learn how you can dramatically improve the bottom line at your next show.

www.graphicartsmag.com

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March 2012 | Graphic Arts Magazine

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Peter Muir

Marketing

Helping you help your customers

Targeting individuals you can help the most After mapping out your strategies (outlined in last two issues) and sharing your ideas with your most promising clients, you should review your client list on a regular basis and target individuals you think you can help the most. Now that you know something about their goals and objectives, come at them with some bold new ideas to grow or improve their businesses – and your bottom line! Here are some great examples:

celebrated their first anniversary, they needed something unique as a customer giveaway. Focusing on one specific product aimed at seniors, we came up with customized magnetic Fridge Calendar and a customized Day Planner. Things went well.” The next year, facing a reduced budget, Printfast came up with new creative for an inexpensive customized wall calendar. “We thought it was good way to display the pharmacy’s name all year around – and so did our client. But the pharmacy’s customers seemed indifferent,” says Thurairatnam. “So, the following year we had the challenge of coming up with a better, more engaging idea on even less of a budget.”

Hit Logic Solution turns a tradeshow into a success

Darryl Robinson is the owner of Hit Logic Solution (www.hitlogic. ca) in Whitby, Ontario and a former owner of a trade bindery. His company covers the traditional aspects of marketing and printing but also specializes in web design, web hosting and web software applications. The name refers to increasing the “hits” or visits a client receives on his or her website. “It seems natural that when you put forth a sales effort at a trade show, the way to turn leads into clients is through proper follow-up,” Robinson says. “However to many clients, it may not be so obvious.”

So, Printfast created a pocket day-planner full of helpful information on nearby hospitals, emergency numbers, the dos and don’ts of prescription drugs, etc. They presented their client with several cover options all employing variable data. By reducing the size of the piece, Printfast was able to sell more to its client while staying within budget and keeping its costs low. The smaller format proved to be a big hit with the pharmacy’s customers. “In the years that followed, this product became a must-have with the pharmacy’s customers, a key element of its overall marketing strategy, and a regular source of income for us,” says Thurairatnam.

One example was a client who had exhibited at a trade show. Hit Logic Solution assisted him with an attractive booth and brochure, a promotional giveaway – even uniforms for salespeople! To generate leads, they collected business cards from booth visitors. “Most of my clients consider these leads as gold,” says Robinson. “But you have to pan for gold and have a similar process for sifting through the leads generated.”

Dell takes soft proofing to a new level

Based in Burbank, California, the Thinkwell Group is a high-end design studio that depends on perfect colour co-ordination across multiple platforms. If an artist has to hand off a piece to another designer, it’s crucial that the colour information from that file translates from monitor to monitor accurately. “Our artists need to know that what they see on their computer monitors will be exactly what comes out of the printer and into our client’s meeting rooms,” says Thinkwell CEO Joe Zenas. “If not, then hundreds of hours will be wasted retouching and correcting.”

When he followed up with his client after the event, Robinson was shocked. His customer felt that the trade show was a failure because he didn’t sell a lot of product. His client had to be reminded of the importance of follow-up. Hit Logic helped the client follow up by designing and mailing a “thank you” card to all booth visitors and more importantly, creating a database on his client’s website for people to respond to the mailer – perhaps even to request to speak to a sales rep.

Enter long-time supplier Dell Computers (www.dell.com/monitors) who suggested upgrading to its UltraSharp monitors with PremierColor. The monitors were delivered factory-calibrated to support colour standards coverage of at least 96% AdobeRGB and 100% sRGB. Plus, they can be adjusted for saturation, hue (RGB/CMY), gain and offset (RGB). “The monitors have enabled us to create precise, colour-accurate graphics consistently and reliably across our entire network, which saves us time and resources while significantly impacting our bottom line,” Zenas adds.

“With proper follow-up working as a team, we turned many prospects into new paying clients,” said Robinson. “Only then did my client realize what a huge success the trade show actually was. The design and programming of the website page and database continues to provide him with leads and clients from tradeshows, ” Robinson adds.

Printfast: A shrinking budget doesn’t stifle creativity

Next month we’ll look at more stories showcasing the ingenuity of graphic arts professionals helping their customers.

Printfast (www.printfast.ca) is a small printer located in Scarborough, Ontario serving customers across Canada and companies visiting Canada to promote their products and services. Six years ago, a retail pharmacy chain moved into the Greater Toronto Area and Printfast landed the chain as a customer. “We created their branding, logo, stationery, promotional ads and other marketing materials,” says Printfast owner Thushy Thurairatnam. “When they

March 2012 | Graphic Arts Magazine

Peter Muir is President of Bizucate Inc. (www.bizucate. com). His company specializes in improving corporate business strategies, marketing, workflow, service, sales and profitability. pmuir@bizucate.com

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